Apple's Siri, Amazon Alexa and Google Assistant are further accelerating the trend towards voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and driving conversions. This session explores how to optimise your content and user experience for a future in which half or more of all queries will be voice–driven.
How To Become a Master In Search Engine Optimization (SEO)
How to Optimise for Voice Search, Shopping & AI (Alexa, Google Home)
1. #SMX #27A @PeteCampbell
Pete Campbell, CEO & Founder, Kaizen
Optimising
Content for
Voice Search &
Virtual Assistants
2. #SMX #27A @PeteCampbell
PETE REIS-CAMPBELL
KAIZEN
• CEO & Founder of Kaizen
• We create content that’s made to be seen
• The UK’s fastest growing independent agency
• 20+ team of creative and technical pioneers
• 3 award wins, 5 nominations in 2017/18
• Pete built his first website at 11, first grey hair at 29
• Proud owner of an Amazon Echo Dot
• Will buy any Nintendo product
5. #SMX #27A @PeteCampbell
“Alexa, I’d like to buy a video game”
“Based on your order history, I’d suggest
‘Crash Bandicoot N. Sane Trilogy’
for Nintendo Switch. It’s £26,
would you like to buy it?”
10. #SMX #27A @PeteCampbell
VOICE SHOPPING ESTIMATED TO HIT
£30 BILLION BY 2022 IN THE UK & US
O&C Strategy Consultants – Feb 2018
https://prn.to/2tez9Ix
20. #SMX #27A @PeteCampbell
65%
Ask a Question
43%
Play Music
43%
Check Weather
42%
Getting Directions
42%
Timers, Alarms &
Reminders
36%
Product / Company
Searches
HOW PEOPLE
USE VOICE
ASSISTANTS
Credit: Kaizen – May 2018
23. #SMX #27A @PeteCampbell
24%
Price Comparison
16%
Make Payments
15%
Budgeting Assistance
13%
Get an Insurance
Quote
WHAT PEOPLE
WISH VOICE AI
COULD DO
25%
Check Bank Balance
FINANCE
Credit: Kaizen – May 2018
24. #SMX #27A @PeteCampbell
29%
Check Hotel Prices
28%
Travel Updates
25%
Flight Check In
21%
Flight Availability
WHAT PEOPLE
WISH VOICE AI
COULD DO
31%
Check Flight Details
TRAVEL
Credit: Kaizen – May 2018
25. #SMX #27A @PeteCampbell
44%
Find Cheapest Option
27%
Track Auctions
20%
Item Returns
21%
Product
Suggestions
WHAT PEOPLE
WISH VOICE AI
COULD DO
48%
Delivery Tracking
RETAIL
Credit: Kaizen – May 2018
31. #SMX #27A @PeteCampbellCredit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets
STRUCTURE THE ANSWER TO
MATCH HOW SNIPPETS
APPEAR IN YOUR NICHE
36. #SMX #27A @PeteCampbell
https://bit.ly/2EiV1DN
• Information Satisfaction: The query answer
meet the users needs
• Length: answers must be succinct
• Formulation: grammatical correctness ease
of understanding
• Elocution: spoken answers must have proper
pronunciation.
Search Speech Guidelines
for Google Assistant
39. #SMX #27A @PeteCampbell
HOW ALEXA’S ‘CUSTOM SKILLS’ WORK
Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide
Built with AWS Lambda or Web Service
40. #SMX #27A @PeteCampbell
HOW GOGGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK
Credit: https://developers.google.com/actions/develop/conversation
Built with Node.JS & Conversation API
48. #SMX #27A @PeteCampbell
GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT
HUMANS AT 23 GAMES VIA MACHINE LEARNING
4 HOURS OF TRAINING
TO LEARN THE ‘TRICK’
49. #SMX #27A @PeteCampbell
NOW DEEPMIND CAN NAVIGATE A
DOOM-LIKE 3D MAZE JUST BY LOOKING
https://www.youtube.com/watch?v=nMR5mjCFZCw
50. #SMX #27A @PeteCampbell50
GOOGLE HAS BUILT AN AI CALLED AUTOML.
THAT’S DESIGNED IS TO CREATE CHILD A.I.s.
AUTOML ACTS AS A CONTROLLER WHICH
CREATES NEW A.I.s FOR A SPECIFIC TASK.
51. #SMX #27A @PeteCampbell51
AUTOML CREATED A “CHILD AI”, NASNET, TO IDENTIFY
OBJECTS IN A VIDEO IN REAL TIME.
AUTOML EVALUATED PERFORMANCE, IMPROVED ITS CODE, AND
REPEATED THE PROCESS THOUSANDS OF TIMES.